Lead Generation Process

The lead generation process (according to ‘The Definitive Guide to Lead Generation by Marketo’) involves:

1. Agreeing on a clear definition of the lead: Sales and marketing teams need to discuss the elements that actually define a target as a lead.
2. Defining a mechanism to gather leads from all marketing channels: Firms need to develop a mechanism to be able to gather and create a view of all their leads across multiple online and offline channels.
3. Classifying leads for better targeting: Firms should classify their leads list based on demographics, budget, authority, need, time, and other such parameters.
4. Identifying gradation of importance and developing a list of ‘quality leads’: Each company, depending on its business and nature of lead-generation process, should define a ‘quality lead’ for their business which they should nurture.
5. Developing Service Level Agreements (SLAs) between sales and marketing: Once leads are in place and have been shared with the sales teams, SLAs should be developed between marketing and sales to ensure that sales follow through the leads in a diligent manner.